Insight Advertising, Marketing & Communications

Iowa Power Farming Show - Ridin' The Bus

So, it's ten degrees...with winds at 30mph and I'm ridding a shuttle bus taking farmers from Iowa, Illinois, Missouri, Nebraska and Minnesota to the Iowa Power Farming Show in Downtown Des Moines...

Twenty-five times a day...

Every day, hundreds of people choose to ride the free shuttle buses to the Wells Fargo Arena rather than pay $6 - $10 a day for parking.

Calcium Products paid for the privilege of sponsoring the bus trips.

Our goal was pretty simple...create a quality video that producers (farmers) could view on their way to the event and then back from the event to the free parking lots.

Cool idea...if the video machines worked.  Which they did in all but one of the buses...

So...guess who got to ride the shuttle, pass out literature and do the speech during the 8 minute ride to the farm show?

It was a great way to interact with potential customers, ask and answer questions and find out more about producers from all across the Midwest.

Sure...the booth was busy and people enjoyed the unique look of our site...and we did make sure we "pre-sold" our attendance at the show by using radio and blogs.  But, this was fun to do and allowed a unique connection with producers.

While we hope today (Wednesday) all the CD machines work making lemonade out of the lemons we were handed was a great way to connect with existing and potential customers.

Thanks for reading....see you at the show?

Michael P. Libbie - Insight Advertising, Marketing & Communications where we'll always go the extra mile for our clients...even if it's the same route again, and again.

Iowa Power Farming - A Lesson in Marketing

Starting Tuesday and running through Thursday the largest Farm Show in the Midwest takes center stage here in Des Moines.

The Iowa Power Farming Show is a production of the Iowa/Nebraska Farm Equipment Dealers Association and over 570 exhibitors will be housed in multiple buildings at the Iowa Events Center (Vet's, Hy-Vee Hall, Wells Fargo Arena).

The Association is expecting a record crowd of 16,000 full and part-time farmers to wander the displays.

We'll be there too on behalf of our client Calcium Products who manufacture an pelletized ag-lime product that boosts soil fertility and costs so much less than traditional ag-lime.

We'll also bring you some stunning examples of what some folks do right with agricultural displays and what others do to actually drive traffic away from their booths.  Of course, we think that what Calcium Products does is fantastic...  What they did was "listen" and not just "do".

And, another company who won't be at this show but just finished a major event, and is our client - Country Vet Pet Food has listened to us when it comes to marketing products to consumers using an open and inviting booth display with graphics and not words.. (This is their recent adventure at Pheasant Fest in Minneapolis).

The cost of doing trade shows is staggering.  However, far too often the return on investment is well below expectations.

Why?  Because most companies simply do not know how to:

1. Pre-Sell the fact that they will be at a show and get top of mind awareness to the public well in advance of the event by using several media programs;
2. Build an attractive display that people will WANT to stop at;
3. Train their staff to interact with the public;
4. Do any type of follow up after the show.  Fact:  Nearly 80% of show leads are NEVER followed up on.  Never...because nobody is put in charge of that very important duty.

Sadly way too many companies just pack up some graphics, a couple of brochures, get some shirts for their staff and head on out.

It's a waste of time and money...and this week we'll have a great opportunity to highlight just what SHOULD be going on when you target your next trade show.

So, our goal over then next several days will be to highlight the good, the bad and the just plain ugly that actually does more damage to your company than simply skipping the show all together.

For those of you going to Louisville for the National Farm Machinery Show...it's not too late to learn!

More tomorrow from the show...

Michael P. Libbie - Insight Advertising, Marketing & Communications where we hope not to offend too many folks...stay tuned.

Sunday Morning Coffee - Brief Bits

Here we sit...you and I over a cup of coffee.  I spend some time on Sunday reflecting on some of the stories and events that's happened over the past week.  Some of these things may have an advertising or marketing focus...others, just observations.

Sunday just seems like a good time to do that...so get a refill and let's get into it.

Obama wins big in South Carolina and the news media is awash in "black/white" talk.

Everybody is playing the game...  That's really sad considering we've just "celebrated" Martin Luther King Day, lined up and "remembered" the idea of race equality.  Guess we've got more to do.

Those of you who know about our advertising agency know we tend to specialize in agricultural and rural lifestyle issues.  Now comes a report that is linking the increased number of beef recalls for E-coli to distillers grain, a byproduct of the ethanol industry.

Is it?  We don't yet know.   However this is another swipe at the industry that has reshaped Iowa and Rural America.  We've long held our doubts that ethanol from corn is the long term solution to energy independence and if this one sticks...kiss it goodbye.  Why?  The numbers.  Remember there are a whole lot more of "them" (non-agriculture related individuals) than us.

The housing industry slump is being felt here in Iowa as associated business begin to lop off jobs.  However many say because of our tie to agriculture and insurance much of Iowa may have some "economic stability".  We sure hope so...

But about jobs.  Here is a photo of Leonard Pitts and me taken last week at the Martin Luther King Day Celebration at the Iowa Historical Building.  Mr. Pitts was on hand to deliver the keynote address.  I've long admired his writing both as a music critic and now as a Pulitzer Prize winning syndicated columnist.

See the fellow in the background to my left? (I know it's tough...click on the photo)  That's former Lt. Governor (1983 - 1987) Bob Anderson.  Lt. Governor Anderson was recently tapped to lead the Iowa Institute for Tomorrow's Workforce.  Knowing that I approached him and asked, "So tell me Bob just where are these 150,000 jobs Iowa will be short by 2010?

I have a real reason for asking.  I have four families on the line who WANT to move to Iowa and in particular Des Moines but we're having trouble finding them work.  One is a law professor, the other an high-tech Internet programmer and the other two are truck drivers who want to move from New Jersey for a better life here in Iowa. 

I've been trying to find the answer to that question for months...Bob took my card and said he'd call somebody and have them call me.  We'll see.

Other than that...sunshine and a high of 36 expected for today!  Enjoy...and thanks for reading.

Michael P. Libbie - Insight Advertising, Marketing & Communications

Mom Said, "Just Do It!"

Actually lots of folks have said I should...but Mom gets top billing.  Because...she's Mom!

I had just finished my address to members of an association we represent.  The talk was on finding new markets and retaining customers.  As usual there was a break between segments so I mingled, took questions and settled in next to the Executive Director of the association to listen to the next speaker.

Ten minutes into his address my client turned toward me and said, "He's pretty good.  You're going to like him." 

So I listened...intently.  And she was right.  He was pretty good.

As his presentation was winding down I said to her "That was good, but I think I could have done better or at least different."

She looked at me and said, "Yes, you can.  Why don't you?"

Ahhhhhhhhhhhhhhhhh......

"Really Michael, why don't you do public speaking on a regular basis.  You're really excellent.  I've thought so for years."  She might know, I've presented to her group four years running.

I called my wife and Mom...  "What do you think?"

So...here we go.

From the hotel I called our design team, sent out notes to executives I've spoken for, asking for recommendations, and started scrambling for recordings of some of my past speeches.

Within a week we had the media kit done and forwarded on to Five Star Speakers of Overland Park.

It's really a natural.  I've been doing public speaking on a regular basis since 1982 following my election as the president of the Iowa Junior Chamber of Commerce.  I've spoken to thousands of people on dozens of topics.

But...I've never marketed this ability.  People see me, call me and ask me to come and speak.  I'd tailor a speech around their event, and go...usually not charging a dime. 

Will it work?   Yes it will...  And, I look forward to coming and speaking to your group about "Passionate Change", "Self Invention", "Marketing to Rural America" and social media...

But, I fear this means yet another Blog...

Michael P. Libbie - Insight Advertising, Marketing & Communications (This is the 'new' communications part of the company...thanks for reading!)

Advertising Dollars...How Much Is Enough?

It comes up in nearly every conversation I have with business owners.  "How much money should I budget for my advertising?"

Some even have their own answer:

Last week in Kansas City a fellow confidently answered that question by saying, "Two percent of sales!  That's it, that is the magic number!"

He was pretty sure of himself...and that is the problem.

You see the correct answer isn't that simple.  The better answer is, "It depends." 

It's much more difficult that just throwing out a number.  You need to know some stuff first, like:

• Are you taking a new product to market?
• Are you advertising a consumer based product?
• How broad is your target market?
• How narrow is your target market?
• Do you know your target market?  (If not...back up and learn)
• Do you think you know your target market?
• Do you know how your target market receives messages?
• Are you happy with keeping sales level - no increase?
• How long do you want to stay in business?  (Really...)

Several months ago I wrote about a real world example: A jewelry company that literally owns the market in California.  They spend 12% of their gross sales.  Result:  Each of their seven stores rake in $11 million in sales while the "average" jewelry shop in a mall has gross revenue of $1.1 million.

Or this from last year where I wrote about the simple costs of just CREATING an advertising message...that is sound, professional and on target.  Go ahead...read it again...we'll wait.

The bottom line:  It's just plain silly to throw out an arbitrary number because that number is different for every business situation.  No matter what some professor at some seminar said...

What do you think?

Michael P. Libbie - Insight Advertising, Marketing & Communications where we think "knowing" is better than "guessing"...

Bowling Shoe Advertising...

So, I'm watching TV the other night...kind of getting into this during the winter!  And see another pick-up truck ad...just like the pick-up truck ad before it.  You know, "The all newly designed MagnaCrunch!  Climbs mountains, goes as fast in reverse as in forward and can outwit nearly every beast known to man...even man himself!"  Then, the visual...lots of dirt flying around and manly men with two day old beards nodding in approval.

Please....

It's like putting on somebody else's bowling shoe...  "We'll just spray it with some fancy foot rot killing stuff that smells better than Joe's feet and yer good to go!"

The sad thing is...you not only see this with pick-up trucks but also any farm product known to modern man.

Think about it...have you EVER seen an inventive seed corn ad?  (Note to those of you living east of Ohio...we actually have television ads about seed corn.  Honest.)  Didn't think so.  There are nearly ZERO good tractor television ads out there...even fewer in print.  They are all THE SAME...just change the color!

The secret is to stand apart...but yet not be so weird nobody can figure out what the heck the ad is about.  (Note to those of you living east of Ohio...you know exactly what we mean because many of those ads come from you guys.  I'm still trying to figure out two ads from the 2005 Super Bowl!)

So what do you do to stand apart from the rest?  How about some really simple stuff like this ad that everybody was talking about.  Or this ad...that I try to figure out a way to put it in at least one blog a month.  Kate Walsh rocks...actual the spot rocks...she's just the icing.

Honesty is one nice way to capture the attention of your audiance...we sort of like that idea.  It is pretty radical.

But, better than old bowling shoes....

Michael P. Libbie - Insight Advertising, Marketing & Communications - Yes....I really went bowling...twice.

Redecorating - Just Like Super 8!

Just returned from Kansas City where I was held captive at the Hyatt Crown Center for four days.  It was the same story:

$130.00 a night (plus tax and other taxs)

$13.00 a day for Internet Connection

$11.50 for 4 Chicken Strips - But they were good!

$7.50 for a drink at the bar

- No coffee pot in the room

- No refrigerator in the room

- No microwave in the room

- Lighting just like Super 8!

I return home and scan the recent newspapers and learn that soon we too must redecorate our home lighting to look more like...the Hyatt...and Super 8.

It's the Law you know.  Gotta "Go Green"!

Soon the warm glow of the incandescent light bulb will be like the memory of kerosene lamps and tallow tapers.

The stuff of stories: "That's right kids, skin colors were not always blue.  Once upon a time the interor of people's homes reflected a warm glow.  You could make out skin tones and hues of various colors.  We even had what we called dimmer switches that could help set the mood.  It was...romantic."

I really don't want my grandkids to miss out so, I have a plan. 

I was going to keep it a secret but figured that I may be able to make some future money on the Light Bulb Black Market.

I'm buying up incandescent light bulbs...lots of them.

Every time I go to the store I'm buying a pack.  I figure that by 2014 I should have a healthy supply.  And, I'll be willing to share...for a price.

Guess you might say I'm also "going green".  "Pssst...wanna light bulb?"

Micheal P. Libbie - Insight Advertising, Marketing & Communications - Where we know there must be a way to make a buck here...

Got Time To Be Creative?

The photo has nothing to do with this post.  Other than to drive home the point that it is minus five degrees in Des Moines right now.  Maybe just looking at this might bring back a warmer thought. 

It's my public service to you!

So, I'm sitting here reflecting on the past three days with our client NTPDA and thinking about the two or three things business leaders from all across North America shared with me.  There is a common thread and we see it wherever we travel and have in depth conversations with business owners.

They don't have the time to be creative.  They are so busy trying to figure out how to make the next sale they just don't have time to think.

We call it the "Creative Crunch".

It's not that these folks don't have ideas.  In the span of three days I heard at least five creative, thoughtful business ideas from five different people.  After some brief conversation they say, "You know, I've got this idea..."  And they'll sit and lay out their thoughts.  But each one ends with, "I think it's good, but I just don't have the time to take it to market."

They are not alone.  Our fast paced life makes it impossible to take the time to sit down and think.  We are bombarded with advertising and marketing messages, we're hooked up to all kinds of communication devices making us accessible but robbing us of the time to think.

It's tough to get a thought in edgewise.

So, here's my question to you:  What steps do you employ to move your ideas from conception to actualization? 

Your turn...

Michael P. Libbie - Insight Advertising, Marketing & Communication

NTPDA...It's A Wrap!

Just over 200 members of the National Tractor Parts Dealer Association met this week in Kansas City.  The association is a client of our advertising agency...but even if they were not...we'd still like 'em.  It's a fun bunch of people who are serious about their tractor parts business and we've enjoyed the relationship over the years.

Just a couple of quick shots...for fun.  The members elected Steve Chandler from C&L Tractor Parts as the new incoming president of the Board of Directors.  Steve takes over from Glen Leaders of Leaders Salvage.

While we couldn't get a formal photo of President Chandler his "Semi-Oval Office" supplied us with, as they call it, "The most you'll git from us!" photo of the new president with the daily catch.  Steve always has big fish to fry.

And we were able to sneak this photo of staff from Worthington Ag Parts meeting with staff from All States Ag Parts.  Bitter rivals, Carl Vande Weerd, Randy, Jeff Griggs and Paul Dyke told us they were not compairing price lists or marketing plans.  We, and our friend Mike Winter the boss of Worthington, believe them!  We think.

Thanks for having us come and share with you our thoughts about breaking into new markets and allowing us to share some new marketing plans with the staff and the board of the association.  We're pleased to have you as our friends...and clients.

Now...back to work.

Michael P. Libbie - Insight Advertising, Marketing & Communications where a little fun is great for everybody.

Making Adjustments - When YOU Can

You have to enjoy Kansas City...it's one of our favorites. 

Today (Thursday) was a black day for the KC Convention and Visitors Association.  They just lost their largest convention.  SkillsUSA announced they'll be leaving KC for Louisville.  That decision means a loss of 25,000 room nights and the economic impact of $14.8 million spent by conventioneers just last year.

And, you thought you were having a bad day...  But what has this got to do with an advertising and marketing piece?

It's about making changes and adjustments BEFORE they are made for you.   That should be something you, in your business, should be considering every day.

And, that's how I started my presentation this morning before the National Tractor Parts Dealer Association (NTPDA).

No matter what business or industry you're in you have the choice to make the necessary changes to your product or service to meet the ever changing demands of your public.  YOU are faced with that decision every day and if you are paying attention you can react well in advance of a major negitive trend.

The KC Convention and Visitors Association didn't have that option.  There is no way THEY could build more hotels or more meeting sites.  That's not their job.  They can only work with what they are given.  And, in this case...they don't have enough to keep this meeting in the city.

Now, let's consider your business.  You do have the ability to watch, learn and react.  You do have the ability to consider new markets and new messages to reach those markets.  You are in control...

That, my friends, makes your day completely different...IF you take the time to listen and learn and act.  The message here is that in your business you can choose to take what is handed to you...or change and act first.

Michael P. Libbie - Insight Advertising, Marketing & Communications...where we always ask the tough questions to prompt change for our clients.

It's Stressfull In Kansas City!

So, I've now met with my client the National Tractor Parts Dealer Association and visited with their members.  And...now...

It's a toss up.  Tomorrow I stand in front of lots of people and tell them they need to re-focus their energy to capture another market...if they are to grow.

I'm really not sure how this will go.  It's never easy to vision.  And, when corn is selling on contract at $5.20 it's even more difficult to look toward the future when "today" is looking just fine.

But, that is what we get paid for.  Advertising agencies, like ours, look beyond today...and help our clients see what the future might hold.  We then set out a series of ideas and plans.  Some may take it and run...others might just say "no thanks".

We'll see how it goes...

Michael P. Libbie - Insight Advertising, Marketing & Communications...

Changing Minds And Markets

This week I head to the annual National Tractor Parts Dealer Association (NTPDA) meeting in Kansas City.  My goals are several...

NTPDA is a client of our advertising agency.  NTPDA is made up of business people who sell used and now some new tractor parts.  We've watched them grow over the past few years and we're proud of their Board and Staff.  They have listened...most of the time... and taken some action like a new website, doing a Blog, increased marketing to various publics and building a better public presence at trade shows.

And, it's paid off...their membership has seen a nice increase.

Now comes the tough part. 

Most of what we've done has been pretty simple marketing messages targeting their traditional customer and membership base.  Now we start down a new road...redefining their future market.

The problem is really very simple.  There are, and will be in the future, fewer traditional farmers.  It's a mixture of the aging process, consolidation and folks moving away from the farm.  Big farms are getting bigger, the middle is disappearing and the small farms are getting more numerous and diverse.

However, many members of NTPDA are stuck in the same world of 1970's agriculture.  Our job is to go to Kansas City this week and shake the trees.

I'll have some help.  Dan Duffy the CEO from United Country Real Estate will present with me on Thursday morning.  I was going to talk about the NTPDA website.  But, that's not what they really need...

They need to better understand where they can go to pick up more customers, they need to better understand the culture of the person living the rural lifestyle, they need to better understand that the entire sales experience needs to change to make these non-traditional "farmers" and rural lifestyle folks feel comfortable about even entering their stores.  Dan knows this better than most folks...and it will be great to share with the members.

They need to understand that to grow...they need to expand their product line.  They already have location...now they need to give their customers a reason to come back and see them.  And for some customers...they need to introduce themselves...all over again.

This will be fun...and it will be rewarding for those who are paying attention.  See you in KC.

Michael P. Libbie - Insight Advertising, Marketing & Communications where we think the future is always more exciting...

BEEF...It's Just Freaky

Recently the Beef Checkoff folks released their latest marketing campaign, "Powerful Beefscapes".  It replaces the long time and successful "Beef It's What's For Dinner" campaign with surreal photos depicting meat as...geological formations?

Centennial, Colorado (home of the National Cattleman's Beef Board) must have been invaded by New Yorkers or folks from California.

Advertising agencies love creative approaches.  We tend to be "quirky" folks who balance between what you see and what we might like you to see.

Sometimes we drift outside of reality.

This is one of those times.

I'm not sure I want to see my steak as the "7th Hole at Pebble Beach" (above)...I want it on the grill.

Taking a bite out of what looks like Big Sur in California or what is called, "Moroccan-Style Beef Kabobs with Spiced Bulger" just doesn't ring right.  Know what I mean?  Besides...the sand will make it gritty.

Gritty...

Now there's a word that can describe the time tested voice of Sam Elliott who for years has been the trademark sound of "Beef It's What's For Dinner".

Sure, it's been around for awhile but every time you heard "the voice" it was like the chuck wagon cookie just hollered..."Supper's Up!"  It was a the cattleman...the independence...the open spaces it was the IMAGE. 

But, maybe that was the problem...folks in California and New York haven't got a clue what that's like.

Michael P. Libbie - Insight Advertising, Marketing & Communications...so OK...we just don't get it this time.  And what the heck is "Bulger"?

Listen Up: Most Radio Stations Are Lousy Marketers

Now that I have your ear! 

(I'm sorry...but we had to!  OK...we're from Iowa!  OK??)

Ever listen to a radio station market themselves?  They are usually really (no we mean REALLY) bad.  It's kind of like somebody at the station says, "Say, we've got all this time to fill...let's say some dumb stuff that will entice business people to advertise with us!"

Here are a couple of examples:

Somebody, usually the Sales Manager, (often the least creative person on the planet) instructs his/her sales people to take a page out of 1964 and voice a message about "making those cash registers ring!"

Here is the script:

"Hi, I'm Michael Libbie, Senior Account Executive (It's more impressive to be "senior" than say....I've been here three weeks!) with K-Splat.  Ever considered Radio Advertising?  (Often it's not a good idea to ask this question...some folks can just say "no".)  Give me a call (Here we give the station phone number...sometime we'll write about phone numbers and radio advertising...but not now.) I can make your cash register ring!"  (Really?  Do cash registers "ring" anymore?)

D-U-M-B

Here is another one:

"Coming up 55 minutes of commercial free music!"  Or:  "Join us for 104 minutes of continuous music on More Music Monday!" Or:  "More Music - Less Interruptions!".

Here they are telling listeners (business people listen too) that commercials are a bother.  Gosh, wouldn't you love to advertise on a station that says your ad is "getting in the way of the Spice Girls"?

S-I-L-L-Y

You see, for all the creativity that can be housed in most radio stations, these folks are often just plain lazy.  They don't "get it" but they are trying to "sell it".

There are some neat ways to say many of the same things...but it takes creativity, thought and direction.  It takes time.

My point here is that these are often the same people many companies trust to write and then produce their radio ads...if they can't market themselves how in the world can you expect them to be serious about your message?

Your turn.

Michael P. Libbie - Insight Advertising, Marketing & Communications where we love radio but think you deserve more...

Sunday Morning Coffee - Bits & Pieces

It's been awhile since we've done this.  "Sunday Morning Coffee" is our way of highlighting several thoughts about marketing, advertising, news and culture all in a quick read. 

Great for Sunday Morning!

My friend (and one time campaign manager) Carla Lee-Lawson wrote from her home in Minnesota and asked if I had a story about the Iowa Caucus.  "I know you must have had something happen!"

OK...

The room in the precinct we went to has a fire department capacity of 250 people.  There were 384 souls packed into the same room that in 2004 held 160 people.  And it was like this all across the state.  A record turnout of over 340,000 Iowans meeting in schools, living rooms, churches...

What happened to me that night was this overwhelming sense of pride I had in Iowa and the honor we have of being first in the nation.  It's something we take seriously and something that I can argue with anybody that is right and fair.  It was retail politics at it's very best...Thank you, Iowa!

Food prices in 2008 are expected to increase by 4%.  At least that is the word...now.  Expect beef, chicken...really all meat products to see the largest increase.  Then comes dairy products.  Oh, don't forget about the crackers!

Economists are saying, "Hey, it's just 4%!"  But, when you figure in the 4.3% increase from 2007 and then look at your take home pay.  Something has to give. 

Look for the restaurant industry to take a hit...big time.

Noticing some changes at your local movie rental store?  Gone, or going, are many of the "low cost deals" we once enjoyed.  Why?   We think non-traditional ways (Internet Service, Satellite and even movies from McDonald's!) to get your movie fix have put the hurt on these storefront guys and they've got to find a way to stop the hemorrhage.  Many have lengthened the time you can keep a movie and some are now giving away popcorn and candy while charging full rate for old flicks.

Fondue is Cool...  Last night (back to food!) we stayed home and did the fondue thing.  Dinner took over two hours, the conversation was neat, prep was easy, the setting (Sinatra & candles) was cool and the entire meal, including wine, (it was a gift) cost us under $10.  Oh yeah...

The Iowa Legislature gets back into session tomorrow.  We'll see if this event is any more productive than the prior.  Our hope is that somebody takes a good look at the tax structure we've got and leaves the "emotional, moral issues" of who is sleeping with who, or how or what....alone.

That, and if you can tell me why city folks who buy pick up trucks get the same low license fee of $65 that farmers get...  It's goofy.  Frankly it's goofy that farmers get that break too (with corn at $4.66 a bushel) but I could live with it.  Pick up truck fees should be based on value just like other vehicles.  The simple answer for the farmer would be that IF you file a Farm Income Statement you get a tax credit for anything over $65. 

That's it...enjoy your Sunday and thanks for reading...

Michael P. Libbie - Insight Advertising, Marketing & Communications

Is It A Campaign Or An Ad?

As an advertising agency we get to do lots of "stuff".  Sometimes we create ads for our clients.  Sometimes we create campaigns.

They are two very different things.

OK, for those of you "into" advertising that makes total sense but lots of folks who read us may not know...so let's get into it for a moment.

I'm going to go out on a limb here and suggest to you that most folks can put together a magazine or newspaper ad.  It's not rocket science, unless you're selling rockets.

We think that's one reason so many small to medium size businesses have "somebody in house" attempt to do their advertising.  "Cindy Lou, make up an ad for the Pawkeet Times and get 'er done today."  So, "Cindy Lou" sits down, slaps some words and maybe a photo or two into a file and sends it down the line.  Job done and they "saved" money by doing it "in house".

It's a far cry from how we would approach the project but...I guess, if you had to, you could take out your own appendix.  (We'll do a piece about "doing your own ads"...but not now.)

Building an advertising campaign is much different.  It takes into consideration a whole series of things including:

• Style - What is the "voice" of the company or product?
• Brand - And NO we do not mean the logo.
• Image - Yes, it's part of the brand.
• Audience - WHO are we targeting with our message?
• Vehicle - WHAT are we going to use to carry the message?
• Product - Did he say PRODUCT?

And notice...we've not even mentioned "the ad".

It's work...it takes real effort and when done right it will save your business money while increasing your sales.

Sure, we'll take the jobs of creating "an ad" but the real bang for your buck comes when you create a campaign.

What say you?

Michael P. Libbie - Insight Advertising, Marketing & Communication where we never touch a scalpel!

You Can't Be Too Serious...About Serious Dollars!

His name is Lee Rosenberg and he is a venture capitalist from Chicago.  He called our office the other day to visit about Barack Obama and why I might support him in the Iowa Caucus tonight.  A mutual friend had asked him to call.

It was a nice conversation.  We finished the political discussion quickly and moved on to some other topics.

Then he said something that, frankly, I'd not thought much about.  Lee said,

"As a venture capitalist I am amazed at the political process.  If you think about all of this from a business side of things it just makes no sense."  He had me at "political process".

"Think of it", he said.  "Individuals raise some serious money!  Millions and millions of dollars from various people and organizations.  They go out and hire hundreds of people, spend millions in advertising and marketing and in less than 18 months it's over!  It's simply amazing."

Sure the prize is big...very big.  But he's right. 

Now, let's turn that into a marketing and advertising message:

Let's say that you own a business.  You have spent your life and a great deal of money in setting up what you think will be a winner in a world with lots of competition.  (Your goal is to last much longer than 18 months.)  This is your future...and the future of your family, your employees and, perhaps, your community.

Are you spending "serious money" on your image?  On marketing your product?  On picking the right vehicle in which to advertise?

How serious are you about success?

Do you know?

363 days until 2009...don't wait another minute to find out.

Michael P. Libbie - Insight Advertising, Marketing & Communications where we don't build a thing...except exceptional marketing plans.

Hy Vee - When You're the Face of the Company

Sure, it's a goofy name if you're not from the Midwest.  But, HyVee has been a tradition here in Iowa for over 70 years.  Their age old slogan, "There's a Helpful Smile in Every Isle" (Did I really type Isle rather than Asle?  Must be my "English as a Second Language" class ain't working!) has been sung by scores of folks...and now with over 220 stores in the Midwest this privately owned chain is iconic to many.

But HyVee is experiencing a problem. 

You see, we think that many of the children that HyVee employs simply are not keen on being friendly.  Let alone smiling.

The most bothersome thing is that after the young man or woman says, "Did you find everything?" the conversation with the customer stops.  Dead.  And often, like this past Monday night, the young lady continued her conversation with the other young lady who was bagging.  They had some very important evening plans.  I did try, once, to engage...but I was ignored.  She did stop her co-worker conversation long enough to say, "Here's your receipt, have a nice day."

If you are a first time reader you need to know that we are not always critical of companies we come across.  In fact, we often lift up those excellent experiences and tell others about them. 

We're not sure what's up at HyVee...maybe we need to bring back a friend who really understood customer service.  Who?

Ron Pearson.

I've met Mr. Pearson at several events over my 20+ years here in Iowa.  It used to be that Ron was the "face" of HyVee.  He was in countless television ads, you would see him at the State Fair, he would go and visit stores, without notice.  At least that's what my old friend Dick Handy once told me.  (Dick was the store manager in Fort Dodge...  He loved the customers and once told me Ron Pearson demanded everybody work hard at "treating the customer like family".) It made a difference...to Dick and his crew.

I last saw Mr. Pearson a couple of years ago when he and his wife attended the wedding of Fred Schneider's daughter at the Wakonda Club here in Des Moines.  That's when he was CEO.  Now he's the Chairman of the Board and no doubt out of the loop.

I don't know, nor have I ever seen Richard Jurgens, the current CEO.  I suspect he's a nice enough guy but...something is missing.

Sometimes when you brand a company with a person there is a "go to" feeling...somebody that talks and walks the program.  Maybe Mr. Jurgens does...  But, then again, maybe that's why the entire brand has changed.  It's about food...not about the customer?

Maybe some of the kids could use a refresher course of the "old school"?  Maybe the design and PR firm they own...could help?

Michael P. Libbie - Insight Advertising, Marketing & Communications

OK...I'll Play!

At the close of 2007 my friend Larry Lehmer from "When Words Matter" contacted me and asked why I'd not yet "Played Tag" with the group started by Angela Maiers.

I said, "Opps...missed the note!"

So here are the rules of the game:

The idea is to link to the person who tags you. (for me that is Larry...for you that is...well, me), then to share seven (7) random or little known things about you and finally tag seven (7) random folks at the end of the post.

Then you, my dear tag folk...get to write a bit about yourself. 

Why not?  It's the New Year!!!!

Seven Random/Little Known Facts About...ahhhh...me:

1. I once shared an afternoon and a bottle of Jack poolside in Atlanta with John Fogerty.  The end of the evening still escapes me.
2. Following dinner in at the Hitching Post in Cheyenne with Tuff Hedeman I, once again, declined the offer to do ANY bull riding!
3. My best friend, Gale McKinney and I still talk about that trip to Chicago in 1994 when we lost an entire Thursday.  It may have had something to do with racket ball.
4. I have a crush on Miss World - 1962...but so does Chubby!
5. Best Event - Chicago Bears Game with my son Aaron. Best of the best:  He got to meet his idol Mike Singletary.
6. The older I get...the more I miss my Father.
7. I still...love my wife.  (It's not little known...but random?)

Alrighty then....NOW...let's hear the little known stuff from these fine folks:  (This will be REAL Ramdom!)

I know Ken Fuson from the Des Moines Register has a BLOG someplace...but I simply can not FIND IT! (Second Choice from The Resigter would be Carol Washburn.  Maybe she could answer the question:  How come your site is so dang hard to navigate?)

Craig Dick from our client Calcium Products.  Come on Craig, you must have some little known facts you (or your wife) would like to share!  It can't all be about business.  I used her photo Craig...'cause she takes a better one.

We've got a friend (and future client...he is just dragging his feet) by the name of Mike Winter who should share his story with us!  Now, this would be interesting and informative and most of it can be shared in a family friendy environment.

Andy Priestly from DWebware is (was) a friend until this tag.  Come on Andy...tell us some great stuff about you.  Promise to never bring it up again.  (Got to get a larger photo!)

Am I at SEVEN yet?  Nope...

Tony Bibbs - Tony is one of those guys who always has an opinion.  Not sure about his BLOG STYLE but I'd like to learn more about him and maybe you would too.

Hang on...we're getting there.  This is alot of work you know!

Art Dinkin - No doubt Art has already played...but he knows how to buy me with "Two Buck Chuck" wine and while I already know stuff about him...he may want to share with you too!

Chris Woods - I met Chris this past year and he writes a bunch.  Some of it I can agree with other stuff.  Nah...but he is an interesting guy and is outside of the "business blogging" world so, who knows?

OK that's it!  So there Larry!

Now it's your turn...and Happy New Year!

Michael P. Libbie - Insight Advertising, Marketing & Communications...yep, we seem to know a wide range of folks!